The document discusses store interior design and merchandising displays. It describes how interior elements like flooring, lighting, colors and fixtures impact the customer experience and influence sales. Specific interior factors covered include lighting techniques, color schemes, and types of store fixtures. The document also discusses merchandise displays, including closed displays, open displays, and architectural displays. It emphasizes the importance of interior displays and changing them frequently to keep the store looking fresh.
The document discusses store interior design and merchandising displays. It describes how interior elements like flooring, lighting, colors and fixtures impact the customer experience and influence sales. Specific interior factors covered include lighting techniques, color schemes, and types of store fixtures. The document also discusses merchandise displays, including closed displays, open displays, and architectural displays. It emphasizes the importance of interior displays and changing them frequently to keep the store looking fresh.
The document discusses store interior design and merchandising displays. It describes how interior elements like flooring, lighting, colors and fixtures impact the customer experience and influence sales. Specific interior factors covered include lighting techniques, color schemes, and types of store fixtures. The document also discusses merchandise displays, including closed displays, open displays, and architectural displays. It emphasizes the importance of interior displays and changing them frequently to keep the store looking fresh.
Floor & wall coverings Lighting Colors Fixtures STORE INTERIOR
It is important to create a relaxing, comfortable place for customers to shop
Customers shop longer & are more relaxed and spend more when they are not pressed by crowds, delays & long lines FLOOR AND WALL COVERINGS LIGHTINGS Used to direct customers attention to the display and creates mood.
-Use more light for dark colors, less light for light colors .
-Beam spread; the diameter of the circle of light. Flood lightning Spot lightning Pinpointing BEAM SPREAD TECHNIQUES FLOOD LIGHTING
Ceiling lights to direct lights over an entire wide display area. SPOT LIGHTING focuses attention on specific areas or targeted items of merchandise PINPOINTING focuses a narrow beam of light on a specific item Color selection should be perfect. Help to make merchandise look more interesting. Color schemes help to create moods. Capture shoppers attention. COLORS Example; in Christmas displays only complementary color scheme i.e. reds and greens are placed next to each other in setting as no other scheme can accomplish this STORE FIXTURES To make stores wall merchandisable, wall usually covered with a skin that is fitted with vertical columns of notches. Most common types of fixtures: Stands Platforms and Elevations Round rack Bin T-Stand Four way faceout TYPES OF FIXTURES Used in a variety or assortment window- from glass line to the back of the display window STANDS Platforms or Elevations can be tables and other pieces of furniture that can be used to raise up a mannequin, a form or arrangement of merchandise PLATFORMS AND ELEVATIONS Circular racks on which garments are hung around the entire circumference ROUND RACKS A rimmed table or bin used to hold sale or special merchandise on the sales floor, especially in discount operations; it has no formal arrangement BIN Freestanding, two-way stand in the shape of a T, that holds clothes on hangers, sometimes with one straight Arm and one waterfall T-STAND A fixture with four extended arms, that permits accessibility to hanging merchandise all the way around FOUR -WAY STAND The way the floor space is used to facilitate and promote sales and best serve the customer 2. STORE LAYOUT 1. Selling Space 2. Merchandising Space 3. Personnel Space 4. Customer Space TYPES OF FLOOR SPACE Includes: Interior displays Sales demonstration areas Sales transaction areas (wrap desk) SELLING SPACE Allocated to items that are kept in inventory Selling floor Stock room area MERCHANDISE SPACE PERSONNEL SPACE Space for employees: break rooms lockers restrooms CUSTOMER SPACE Comfort and convenience of customers: Restaurants Dressing rooms Lounges Restrooms Recreation area for children Stores are competing more & more in these areas
Allocating more dollars and space for customer convenience than ever before Once the floor space has been allocated, management & visual personnel spend a lot of time planning the effective use of the space. What product are to go where
Agencies what products should be next to each other
Where to put seasonal merchandise such as coats, swimwear and Christmas items
Traffic patterns VISUAL DECISIONS FLOOR LAYOUT STRAIGHT FLOOR LAYOUT ( GRID DESIGN) Best used in retail environments in which majority of customers shop the entire store
Can be confusing and frustrating as it is difficult to see over the fixtures to other merchandise
Forcing customers to back of large store may frustrate and cause them to look elsewhere
Most familiar examples for supermarkets and drugstores DIAGONAL FLOOR LAYOUT Good store layout for self-service type retail stores
Offers excellent visibility for cashier and customers
Movement and traffic flow in the store is smooth ANGULAR FLOOR LAYOUT ( CURVING/LOOP RACETRACK DESIGN)
Best used for high-end stores
Curves and angles of fixtures and walls makes for more expensive store design
Soft angles create better traffic flow throughout the retail store GEOMETRIC FLOOR LAYOUT (SPINE DESIGN) Is a suitable store design for clothing and apparel shops.
Uses racks and fixtures to create interesting and out- of- the ordinary type of store design without a high cost. MIXED FLOOR LAYOUT (FREE FLOW DESIGN) Incorporates the straight, diagonal and angular plans
Helps generates the most functional store design
Layout moves traffic towards walls and back of the store Storage, Receiving, Marketing Underwear Dressing Rooms Checkout counter Clearance Items Feature Feature J e a n s
C a s u a l
W e a r
S t o c k i n g s
A c c e s s o r i e s
P a n t s
T o p s
T o p s
S k i r t s
a n d
D r e s s e s
H a t s
a n d
H a n d b a g s
Open Display Window Open Display Window They are part of the general store interior
Displays generate 1 out of 4 sales
They enable the customer to make a selection without personal assistance 3. MERCHANDISE DISPLAYS 1. Closed Displays 2. Open Displays 3. Architectural Display 4. Point-of-Purchase 5. Store Decorations KINDS OF DISPLAYS Look but dont touch
Require sales person assistance
Expensive or fragile merchandise
Jewellery cases CLOSED DISPLAYS Handle merchandise without a salesperson Self-service Used for most clothing OPEN DISPLAY Actual room setting
Items at the register Batteries Candy Magazines POINT-OF-PURCHASE STORE DECORATIONS Decorations for holidays such as Christmas, Halloween and Valentines Day Interior displays use fixtures and props to showcase merchandise
Props are generally classified as decorative or functional PROPS Objects added that support the theme of the display Functional Props - practical items for holding merchandise such as mannequins and shirt forms
Decorative Props -Only purpose is to enhance merchandise. Items such as trees, tables, cars.
Structural Props -used to support functional and decorative props and change the physical makeup of displays. (boxes, rods, stands, stairways, etc)
TYPES OF PROPS FUNCTIONAL PROPS DECORATIVE PROPS STRUCTURAL PROPS Show the customer whats new Show customer how to put together a total look A good display helps create multiple sales Customers want to look like the display Customers want you to show them what to wear IMPORTANCE OF INTERIOR DISPLAYS Often convey a common theme through out the store Animal prints, patriotic theme Used to tell a color story INTERIOR DISPLAYS The large display in a store including the mannequins & wall displays are usually set up by visual department
Small table displays and fixture top displays are usually set up & maintained by the individual department staff It is important to change departmental displays frequently Should be chosen to maximize merchandise exposure Just inside store entrance At entrances to departments Near cash/wrap counter Next to related items By elevators and escalators Open-to-mall areas INTERIOR DISPLAY LOCATIONS WHEN TO CHANGE THE DISPLAYS?
When new merchandise comes in Just to change around the pieces of a group that has been on the floor for awhile Gives the group a new look The same customers walk through your department every week you want it to look fresh You want to give them a reason to buy WHAT TO USE FOR SUCCESSFUL DISPLAYS? Mannequins Alternatives to mannequins Fixtures Props
Resembles the everyday person rather than a movie star. SEMI REALISTIC
Is like realistic mannequin, But its makeup is more Decorative and stylized. ABSTRACT Is concerned with creating an overall effect rather than reproducing natural lines and proportions. Features such as elbows, fingernails are rarely indicated. SEMI ABSTRACT Is more stylized than the semi-realistic mannequin and its feature may be painted or suggested rather than defined. HEADLESS: Has a full-size or Semi-realistic body with Arms and legs but no Head. It offers no personality or image. ALTERNATIVES TO MANNEQUINS Three quarter forms Articulated artists figures Dress forms and suit forms Drapers Hangers Lay down techniques Pin up techniques Flying techniques
THREE-QUARTER FORMS:
Representation of a part of the Human anatomy, such as the Torso, the bust or the area from Shoulder to waist or from hips to ankles. ARTICULATED ARTISTS FIGURES based on small wooden miniatures used by artists and designers to get correct proportions and poses for figure drawing when live model is not available DRESS FORMS AND SUIT FORMS INFLATABLES
Are life-sized balloons That stimulate parts of The human anatomy. Most resembles the Lower half of the body And is used to show jeans and pants. DRAPER Was a simple, uncomplicated and often underused alternative to mannequin HANGERS Simple hanger can be an alternative to the mannequin. Hangers can either be hung by invisible wire from a ceiling grid or it can be hung from a look that extends from a wall or panel. PINUP TECHNIQUES Makes use of a panel, wall Or some vertical surface onto which a Garment can be pinned, shaped and Dimensional zed. LAY-DOWN TECHNIQUE Involves the folding, pleating and placement of garment next to garment or accessories next to featured garment. FLYING TECHNIQUES merchandise is pulled, Stretched or pulled the garment into abstract Shapes that present an angular and crisp presentation. ATMOSPHERICS The design of an environment via: visual communications lighting color sound scent To stimulate customers perceptual and emotional responses and ultimately influence their purchase behavior Name, logo and retail identity
Institutional signage
Directional, departmental and category signage
Point-of-Sale (POS) Signage
Lifestyle Graphics VISUAL COMMUNICATIONS Coordinate signs and graphics with stores image Inform the customer Use signs and graphics as props Keep signs and graphics fresh Limit sign copy Use appropriate typefaces on signs Create theatrical effects CONTD.. Sound Music viewed as valuable marketing tool Often customized to customer demographics - AIE (http://www.aeimusic.com) Can use volume and tempo for crowd control
Scent Smell has a large impact on our emotions Victoria Secret, The Magic Kingdom, The Knot Shop Can be administered through time release atomizers or via fragrance-soaked pellets placed on light fixtures SOUND AND SCENT CASE STUDY Adidas Adidas Effectiveness : The display of upside down women signifies the freedom and independency of women which will motivate them to walk in the store.
Why did it work : It forces female customers to ponder what the store holds for them.
Visual merchandising is first and foremost strategic activity. Put your best-selling merchandise in your best- selling space. If you only do one thing with your store, make it professional. The storefront, tell the right story about what kind of merchandise is available Invest proper signage to take your store to the next level. CONCLUSION BIBLOGRAPHY www.textilescommittee.nic.in www.google.com www.wikipedia.com www.visualstore.com www.slideshare.com Fashion: from concept to consumer 1999- frings, gini stephen Visual merchandising and display fifth edition martin
ANY QUESTIONS? SUBMITTED BY: JASPREET kAUR L-2010-HSC-09-BFD